Customer Relationship Management and Supply Chain Management

11

1. Identify the primary functions of both customer relationship management (CRM) and collaborative CRM.

2. Describe how businesses might utilize applications of each of the two major components of operational CRM systems.

3. Discuss the benefits of analytical CRM systems to businesses. 4. Explain the advantages and disadvantages of mobile CRM

systems, on-demand CRM systems, and open-source CRM systems.

5. Describe the three components and the three flows of a supply chain.

6. Identify popular strategies to solving different challenges of supply chains.

7. Explain the utility of each of the three major technologies that supports supply chain management.

1. Defining Customer Relationship Management 2. Operational Customer Relationship Management

Systems 3. Analytical Customer Relationship Management

Systems 4. Other Types of Customer Relationship Management

Systems 5. Supply Chains 6. Supply Chain Management 7. Information Technology Support for Supply Chain

Management

[ Opening Case Customer Relationship Management in the Internet Age ]

• A Problem (First Example) • A Problem (Second Example) • A Solution (First Example) • A Solution (Second Example) • The Results • What We Learned from This Case

[about business]

induPlast

Defining Customer Relationship Management

11.1 • Customer Relationship

Management (CRM) • Customer Touch Points • Data Consolidation

Customer Relationship Management (CRM) • Customer Relationship Management

(CRM) – Lifetime value – Customer churn – CRM Strategy versus CRM Systems – Low-end CRM Systems versus High-end CRM

Systems

Data Consolidation

• 360-degree view • Collaborative CRM

Operational Customer Relationship Management Systems

11.2 • Operational CRM Systems • Customer-Facing Applications • Customer-Touching Applications

Operational CRM Systems

• Two Major Components – Customer-facing applications – Customer touching applications

• Operational CRM Systems provide the following benefits: – Efficient, personalized marketing, sales, and service – A 360-degree view of each customer – The ability of sales and service employees to access a

complete history of customer interaction with the organization, regardless of the touch point.

Customer-Facing Applications

• Customer Service and Support • Sales Force Automation (SFA) • Marketing • Campaign Management

Customer Service and Support • Customer Interaction Centers (CIC)

– Call center – Outbound telesales – Inbound teleservice

Sales Force Automation

• Contact management system • Sales lead tracking system • Sales forecasting system • Product knowledge system • Configurators

Marketing

• Cross selling • Up selling • Bundling

Customer-Touching Applications • Search and Comparison Capabilities • Technical and Other Information and

Services • Customized Products and Services • Personalized web pages • FAQs • E-mail and Automated Response • Loyalty Programs

Analytical Customer Relationship Management Systems

11.3 • Analytical CRM systems analyze

customer data for a variety of purposes

Analytical CRM systems analyze customer data for a variety of purposes, including:

• Designing and executing targeted marketing campaigns

• Increasing customer acquisition, cross selling, and up selling

• Providing input into decisions relating to products and services (e.g., pricing and product development)

• Providing financial forecasting and customer profitability analysis

Other Types of Customer Relationship Management Systems

11.4 • On-demand CRM systems • Mobile CRM Systems • Open-Source CRM Systems

Other Types of Customer Relationship Management Systems

• On-demand CRM systems – Utility computing – Software-as-a-service

• Mobile CRM Systems • Open-Source CRM Systems

– SugarCRM

[about business]

Mobile CRM at Nutricia

Supply Chains 11.5 • Supply Chain • Supply Chain Visibility • The Structure and Components of

Supply Chains

The Structure and Components of Supply Chains

• The Structure of Supply Chains • The Components of Supply Chains

The Structure of Supply Chains • Upstream • Internal • Downstream

The Components of Supply Chains • Tiers of Suppliers • The Flows in the Supply Chain

– Materials Flows – Information Flows – Financial Flows

Supply Chain Management

11.6 • Five Basic Components of SCM: • Interorganizational Information

Systems (IOS) • The Push Model versus the Pull

Model • Problems along the Supply Chain • Solutions to Supply Chain Problems

Five Basic Components of Supply Chain Management

• Plan • Source • Make • Deliver • Return

Interorganizational Information Systems (IOS) • Enable the partners to perform the following:

– Reduce the costs of routine business transactions – Improve the quality of the information flow by reducing or

eliminating errors – Compress the cycle time involved in fulfilling business

transactions – Eliminate paper processing and its associated

inefficiencies and costs – Make the transfer and processing of information easier for

users

The Push Model versus the Pull Model

• Push Model – make-to-stock

• Pull Model – make-to-order

Problems along the Supply Chain

• Two main sources of problems – Uncertainties – The need to coordinate multiple activities, internal

units, and business partners. • Demand forecast • Bullwhip effect

Solutions to Supply Chain Problems

• Using Inventories to Solve Supply Chain Problems – Just-in-time (JIT) inventory system – Information Sharing – Vendor-managed inventory (VMI)

[about business]

Airbus Moves to a “Smart Supply Chain”

Information Technology Support for Supply Chain Management

11.7 • Electronic Data Interchange (EDI) • Extranets • Portals and Exchanges

Extranets

• Virtual Private Network (VPN) • A Company and Its Dealers, Customers,

or Suppliers • An Industry’s Extranet • Joint Ventures and Other Business

Partnerships

Portal and Exchanges

• Two basic types of corporate portals – Procurement portals – Distribution portals

[ Closing Case Information Technology Helps Cannondale Manage Its Complex

Supply Chain ]

• The Problem • The Solution • The Results